During audience research we have looked at how quantitive and qualitive data target different audiences.
Quantitative research
Quantitative
research is ‘Explaining phenomena by collecting numerical data that are
analysed using mathematically based methods (in particular statistics)’. The
most common form of quantitative research is interviews. Quantitative research is
useful for finding out specific information such as ‘Which is the most
popular?’ The main benefit of quantitative research is that, if conducted
properly, it can provide very accurate statistical information. However, one of
the biggest shortcomings of quantitative research is that, whilst it can make
it clear what is popular, it provides
little insight into why something is
popular.
Qualitative research
Qualitative
research is ‘Research that is used to gain an understanding of underlying
reasons, opinions, and motivations. It provides insights into the problem or
helps to develop ideas or hypotheses for potential quantitative research’. The
most common form of qualitative research is surveys. Qualitative research helps
to address the why question: it is a
means of speculating as to why
something is popular. However, unlike quantitative research, qualitative
research cannot be measured or quantified accurately.
No comments:
Post a Comment